Content marketing is now mainstream, a lot of companies are experimenting with it - some successfully, some with less favorable results. But, before pointing a finger it is important to take a step back. This trial and error approach in a new marketing endeavor has to happen to find out what works and what doesn’t work. Taking risks is part of a pioneering spirit and one that should be applauded – especially in an environment where some strategies are unproven.

Let us look at some examples of content marketing initiatives. First, let us run with McDonald’s Canada, which is being viewed as a campaign victory. There is some good feeling out there in social media about this brand and you will soon see why. The fast good giant put a lot of work and creative effort into opening up conversation with customers about what could be deemed as sensitive subjects. I am sure you will all have come across the urban legend of the imperishable Big Mac, for example. McDonald’s Canada decided to meet these myths and misconceptions, many seeded in the social space, head on and has posted some great content on YouTube and other social media channels about the provenance of the food that goes into its products. It also lifted the lid on its supply chain and how its food is prepared. A daring move and one that got a well-deserved pat on the back and some very positive publicity.

At the other end of the scale you get campaigns that, despite their energy and creativity, just don’t work out. The global Dove Campaign for Real Beauty launched by Unilever in 2004 was built around celebrating the natural physical differences women embody and how this should be celebrated. The campaign was refreshing and designed to give all women confidence in the way they look – and for many the empowering message worked. But with a wonderful concept out there that was working, the company just couldn’t resist tweaking it. Dove decided to take to social media and opted to comment and post to self-critical online remarks women had made about themselves. Many were turned off by the fact that Dove was setting itself up as a secret online friend and preaching to them about the insecurities they felt. Dove, after all, wasn’t in the social space as a public service, it was there selling products. The campaign left many feeling it was a great idea that totally lost its way in the social media maze.

These two very different examples are a great map of where we are at with the practice of content marketing. It would be great if there was a manual on how we could always get it right and avoid the pitfalls. But unfortunately there isn’t. But what we can be clear on is that content marketing can’t be filtered out from other forms of marketing initiatives. It is an increasingly important element in our 24/7 anytime, anywhere connected digital age.

What is true is that content marketing is powerful, pervasive and it is the epicentre of engagement customers are demanding from brands, alongside their growing expectation for transparency.

Don’t be afraid to experiment

The great takeaway from the McDonald’s Canada-Dove campaign comparison is that we should not be afraid to make mistakes. In the digital world we need to be pioneers and with that comes risk taking. Of course, not everything will always go to plan, but there will be triumphs.

What we can say, for sure, is that content marketing is here to stay. The need for good content will not slow down and social media will provide a primary channel for our messaging. The marketeer’s challenge now is how to create great content fast and satisfy the consumer’s seemingly insatiable appetite for media.

 

By Lisa Meyer, Director of Marketing at Theorem. 

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